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Best Practices for Closing the
LoopCatriona Sheil BComm, MBS
Principal Consultant, Customer Experience EMEAQualtrics
2
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Housekeeping
©2015 QUALTRICS LLC.
Catriona Sheil Bcomm, MBSPrincipal Consultant – Customer Experience EMEA, Qualtrics
Catriona Scheil provides expert advice and consultancy to clients in the EMEA region on the design, management, and commercial impact of their Voice of the Customer Programs.
Prior to working with Qualtrics, Catriona was Head of Strategic Customer Experience at Vodaphone Ireland. She has over 10 years experience implementing customer experience programs and has held multiple senior marketing roles at a variety of organizations.
©2015 QUALTRICS LLC.
Only the Minority Transform. Why?
Novices
Collectors
Analysers
Collaborators
Transformers
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Source: Temkin 2015
Success Factors
Strong Leadersh
ip
Vision & Clarity
Engagement & Collaboration
Metrics & Listening
Alignment &
Action
Patience & Commitme
nt
Key Success Factors
Action
CLOSE THE LOOP IS ALL ABOUT ACTION
8020 RULE
THE
3 Dimensions
Many(Outer
)
Strategic
Operational
B2B B2C
One (Inner)
Strategic to OperationalLocal LevelFunctional/Regional
Individual Customer or AccountFrontline employees, supervisors
Business to Consumer (B2C)Close the Loop Overview
Description How to close Owner(s)
Consistent feedback from customers that impacts strategic positioning or direction of client broadly
Develop global initiatives to address
Ex: Global Program Owner
Consistent feedback that is isolated to a particular Function or Country/Region
Develop Market initiatives to address
Ex Market SPOC
Individual Customer Feedback
Contact the individual customer and resolve their issue
Ex: Ops manager or dedicated team responsible for CTL.
9
LocalMarket
IndividualCustomer
Close the Loop Overview
Description How to close Owner(s)
Develop Account Plan Key Account Manager
10
LocalMarket
Account Key Contact
IndividualClient Member
Feedback from particular account or individual contact
Business to Business
Inner Loop Process
Feedback
Alert
Follow-upResolve
Learn
INNERLoop
Inner Loop Examples FEEDBACK
RESOLVEorFIX
SATISFACTIONIMPROVEMENT
• Missed Appointment?
• Professional?
• Broadband Not Working?
Inner Loop Examples FEEDBACK
COACHINGNEEDS
RESTRUCTURING
PERFORMANCEIMPROVEMENT
Feedback
Analyse
IssuesRoot Cause
Solution
Outer Loop Process
OUTERLoop
Issues
IssuesIssues
Program
Results
Commercial Impact
Program Framework
Reporting - Employee
Outer Loop Examples
FEEDBACK
ISSUE IMPACTING CUSTOMER GROUPS
ISSUE RESOLVED
CLOSE THE LOOP IS ALL ABOUT ACTION
8020 RULE
THE
REMEMBER...
What to do? When to do it? How to do it? What Else?
• Thank them for their feedback
• Let them know you take it seriously
• Try to understand more
• Work out a resolution to their issue or communicate why there is none.
• Deliver the Resolution Promptly.
• Manage the clients expectations as resolution is being worked through.
• Check that client is satisfied with the outcome
• Respond Promptly• Respond in as near to
real-time as possible
• Be Patient• Remain Calm • Don’t take the
feedback personally• Use active listening
skills• Don’t be defensive or
argue back.• Actively sympathise
with the client for the inconvenience caused to them
• Apologise gracefully• Offer some goodwill
gesture to help mend the relationship if appropriate
Top Tips for Closing the Loop
• Use experienced personnel to deal with these situations
• Review trends and categories of individual issues so that you can implement proactive changes to prevent recurrence
• If possible track NPS impact and commercial impact of accounts who have had the close loop experience.
Q&A
Thank You!
